How Behavioral Economics Informs Financial Website Design
10/24/12 1:00 PM to 1:45 PM
Eric Gold, Fidelity Investments
A well-designed user interface for a financial website must be more than easy to use, engaging and graphically appealing; it must also facilitate good financial decision making. This talk gives discusses design practices based on principles from behavioral economics that lead to good decisions and dives into the psychological research that underlies these principles. Giving advice, for example, requires knowing the numerical and financial literacy of the users and the ways new information is acquired and evaluated. The presentation of choices involves the number, ordering and grouping of the choices and how much and what kind of information is given for each choice. Other topics include human judgment, overconfidence and uncertainty.
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